Once you have a great looking website in place with some well constructed forms and/or quote facilities, the next step is to undertake a comprehensive Search Marketing review to ensure that your site can be found on the internet.

The key elements of Search Marketing include:

• Search Engine Optimisation (SEO) - the means by which you try and achieve as high a ranking as possible with the leading search engines (Google, Yahoo and MSN)
• Pay Per Click Marketing (PPC) - the means by which you pay to position your advertisement within the search engine results (commonly shown as "Sponsored Links" across the top and right hand side of teh search results) and pay every time someone clicks on the link
• Pay Per Action Marketing (PPA) - less common but an effective way to pay for a specified action e.g. completed enquiry form or telephone call etc

Search Engine Optimisation 

SEO activity essentially tries to ensure that your site is as search engine friendly as possible to maximise your ranking which involves reviewing and adapting your site to accommodate the dozens of criteria that search engine algorithms use to assess a site's ranking.

It is a time consuming activity when done properly and SEO improvement can often take between 3-6 months to take effect. However, the rewards can be significant when you achieve "free" traffic from top of first page rankings on the likes of Google which accounts for circa 80% of all UK search traffic.

Pay Per Click Marketing

PPC Marketing enables you to take a short cut and appear at the top of search engines by paying for sponsored listings. It sounds simple, but it is very easy to spend alot of money very quickly if you don't know how to set up your campaign correctly.

Consequently, when undertaking a PPC campaign it is essential that the people managing your campaign are familiar with both the technology and the insurance context to ensure that you do not spend any money unnecessarily and your budget is optimised.

It is a time consuming activity to set up an initial campaign as significant research is required to establish the appropriate and effective "keyword" search terms. Once implemented, the campaign also needs to be monitored on a daily basis (and in some cases hourly) to monitor online activity and keep control of spend.

Pay Per Action Marketing

PPC Action Marketing is a much lower risk option as you only pay or the designated outcome, however, opportunities are limited and often restricted to businesses that can offer market leading rates and/or conversion rates.

How Can e-Business Marketing Help?

e-Business Marketing offer a full Search Marketing consultancy service including:

• Search Engine Optimisation (SEO) management
• Pay Per Click Marketing (PPC) management
• Pay Per Action Marketing (PPA) management
• Management and KPI reporting

Contact Us today to find out how you too can join the e-Revolution...